Marketing Analysis of Aldi Supermarket

Running head: MARKETING
SOUTHERN CROSS UNIVERSITY
Marketing Management
Student Name: Muddasani Rahul
Student ID No.: 23201284
Unit Name: Marketing
Unit Code: MKT00720
Tutor’s name: Janne
Assignment No.:
Assignment Title:
Due date:
Date submitted:
Declaration:
I have read and understand the Rules Relating to Awards (Rule 3 Section 18 – Academic Misconduct Including
Plagiarism) as contained in the SCU Policy Library. I understand the penalties that apply for plagiarism and
agree to be bound by these rules. The work I am submitting electronically is entirely my own work.
Signed:
(Muddasani
Rahul)
Date:

1
MARKETING
a. Executive Summary
The strategy related to marketing is considered to be the main aspect which helps in
increasing the overall sales and increase the competitive advantage in the market. In the
current business environment which is competitive, it can be seen that Aldi has been
following the cost leadership and differentiation aspects that play a vigorous role in managing
effectiveness of company appropriately. In addition, it can be seen that there are different
recommendations which have been provided such as proper customer service which helps in
managing the effectiveness and growth prospects of the company suitably.

2
MARKETING
Table of Contents
a. Executive Summary 1
b. Introduction 2
c. Background to the Company 2
d. Marketing Analysis 3
i. The Nature of Aldi’s Marketing Strategy or Strategies since it began 3
ii. Strategic Marketing Options for Aldi moving forward 4
e. Conclusion 6
References 7

3
MARKETING
b. Introduction
Marketing is defined as the aspect which assists in offering the right kind of product
at accurate place at correct time along with correct price. In present business environment, the
marketing strategy helps in development of the different products and services with potential
of best profit-making objective (Zhangand Wang 2019). The strategy related to marketing
assists in discovering the different areas which are affected through organizational growth
and it therefore, helps in creation of the organization plan for catering the needs of the
customers. The main purpose of the report is to understand brief history of Aldi in the United
Kingdom market, the second aspect helps in analyzing the different strategies related to
marketing adopted by Aldi from the time they have started their business and the last section
deals with the strategic marketing recommendations which will be suitable for their future
aspects in the United Kingdom market.
c. Background to the Company
Aldi is the common brand of the two German family oriented and owned discount
supermarket related chains wherein there are more than 10000 stores in more than 20
countries. The organization was originated in the year 1946 along with founders includes
Karl and Theo Albrecht and it is headquartered at Essen, Germany (Aldi.us 2019). The
different products which are sold by the company includes food, beverages as well as
household items and essentials which helps in meeting the different needs of the companies
suitably. The revenue which has been earned by the company include €53 billion till the year
2018 (Aldi.us 2019).